Companion Encyclopedia of Marketing

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ISBN: 9780415093958 | 0415093953
Cover: Hardcover
Copyright: 5/1/1996

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Many facets and aspects of the subject of marketing are examined and explored in over fifty separately-authored articles. Invaluable reference tool for professionals, students and teachers.

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Preface
The contributors
Marketing - philosophy or function?	p. 3
Historical research in marketing	p. 23
The economics basis of marketing	p. 47
The psychological basis of marketing	p. 68
The sociological basis of marketing	p. 85
Cultural aspects of marketing	p. 102
Quantitative methods in marketing	p. 115
Channels of distribution	p. 137
Consumer behaviour	p. 155
Organizational buying behaviour	p. 173
Purchasing management	p. 187
Relationships and networks	p. 202
Marketing strategy	p. 215
Strategic marketing planning	p. 234
Marketing organization and management	p. 249
Marketing budgeting and resource allocation	p. 277
Information technology and marketing	p. 301
Environmental analysis	p. 318
Marketing and public policy	p. 337
Marketing research	p. 343
The marketing audit	p. 362
Sales forecasting	p. 378
Market segmentation	p. 394
Positioning	p. 420
The marketing mix	p. 433
Product policy	p. 449
New product development	p. 462
Product life cycle management	p. 480
Packaging and design	p. 498
Branding and brand management	p. 509
Pricing	p. 528
Channel management	p. 551
Logistics and physical distribution	p. 571
Wholesaling: the role of marketing intermediaries	p. 588
Retailing	p. 605
Direct marketing: modelling customer-marketer relationships in integrative marketing communications	p. 628
Marketing communications	p. 655
Advertising	p. 666
Sales promotion	p. 683
Personal selling and sales management	p. 702
Public relations	p. 722
Exhibitions	p. 737
Customer care and satisfaction	p. 750
Developing and implementing a marketing plan	p. 767
Commodity marketing	p. 787
Business marketing	p. 803
Marketing of services	p. 818
Franchising	p. 831
Exporting	p. 845
International marketing	p. 865
Regional trading blocs	p. 884
Marketing ethics	p. 905
Strategic marketing for non-profit organizations	p. 930
Total quality management (TQM)	p. 953
Green marketing	p. 979
The future of marketing	p. 1003
Index	p. 1019
Table of Contents provided by Blackwell. All Rights Reserved.

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Companion Encyclopedia of Marketing

Summary

Table of Contents

Supplemental Materials